data mining and re-designing products and services according to customer
needs and expectations.Public relationsinvolve the planned and sustained effort to establish and
maintain goodwill and mutual understanding between a company and its
target audience. The aim of public relations is to influence and in some cases,
change people’s knowledge and feelings regarding a company and its offer-
ings, including its identity and image.
In the luxury goods sector, public relations is a promotional tool used to
persuade consumers and the public of the authenticity of the brand, while also
facilitating understanding between the brand and the public. It is a means of
building good relationships with not only consumers but also all the stake-
holders of the company. The stakeholders include shareholders, associations,
partners, collaborators, suppliers, distributors and competitors. For example,
representatives of several luxury brands are often invited to their competitors’
events and fashion shows and they are expected to share the goodwill of their
brands during these events. This is because consumers and other stakeholders
are influenced by the information they receive about a brand from different
sources; therefore the brand must maintain positive associations at all times.
Public relations messages are often more credible than paid advertising
because they involve a story that frequently leaves a lasting impression with
the public. They also create a continuous buzz around a brand or a product.
This contributes to a positive image for the brand and fuels word-of-mouth
publicity. It also helps luxury brands to stay in the limelight through expos-
ing their good deeds. The deeds can range from humanitarian acts to those
concerning environmental protection. For example, in 2004, Jimmy Choo
launched the coffee table book, Four Inches, featuring photographs of celebri-
ties and models wearing nothing except Jimmy Choo shoes. The photographs
were sold by auction in London, Los Angeles and New York and raised more
than £1.6 billion. The proceeds went to the Elton John AIDS Foundation,
which particularly benefits women and children with AIDS in Africa. Also in
2005, Salvatore Ferragamo celebrated the tenth anniversary of its Beijing
store with a fashion show and gala night. The proceeds from the events were
donated to the China Welfare Fund for the Handicapped. These are effective
public relations tactics.
The Internet provides an additional effective medium to advertise and
inform the public of public relations deeds. For example the corporate section
of websites is an avenue to feature public relations deeds particularly on the
‘News and Highlights’ pages.
Among the main objectives of public relations in the luxury fashion sector,
the following are the most prominent:- Bringing attention to a brand’s good deeds. For example, Stella McCartney
supports the anti-fur movement and this is known as a part of her brand
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luxury fashion branding